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Slow Fashion Movement: From a Season to a Global Movement

CEO Tinh Phung
As the saying goes, "Great oaks from little acorns grow." This perfectly captures the remarkable growth of the Slow Fashion Movement in a relatively short period of time. What started as a simple pledge by...

As the saying goes, "Great oaks from little acorns grow." This perfectly captures the remarkable growth of the Slow Fashion Movement in a relatively short period of time. What started as a simple pledge by members of a Dutch NGO called CollAction in 2018 has now evolved into a global movement with a registered NGO status and a strong community of over 51.5k people.

A Spark that Ignited Change

The story began when a group of friends and colleagues pledged not to buy any new clothes for three months. This crowdaction campaign, initiated by CollAction with the aim of transforming the fashion industry, struck a chord with people around the world. Many were tired of the relentless pace of fast fashion and its detrimental impact on both workers and the environment.

Evolution of Slow Fashion Movement Evolution of Slow Fashion Movement

The initial campaign was an enormous success, with 2,500 participants joining the first-ever "Slow Fashion Summer." From there, the movement gained momentum, and what was initially a seasonal event turned into an annual fixture on the calendar known as Slow Fashion Season.

The Rise of a Global Movement

In 2019, the goal was to persuade 10,000 people to sign up for Slow Fashion Season. To everyone's delight, the campaign exceeded expectations, with 13,500 participants from 128 countries joining CollAction's cause. The power of social media played a significant role in spreading the message and attracting global citizens to the movement.

With the resounding success of Slow Fashion Season, the movement continued to grow. In 2020, 30,000 people from all corners of the globe signed up. Encouraged by this overwhelming response and aiming for even greater impact, Slow Fashion Season expanded in November 2020 to become the Slow Fashion Movement.

A Vision for Change

The Slow Fashion Movement's vision is clear: to create a fashion industry that has a healing impact on the environment and the people who make our clothes. In pursuit of this vision, the movement focuses on three key objectives:

  1. Slowing down consumption and production
  2. Making better, long-lasting clothes
  3. Ensuring fairness for garment industry workers

It is a politically active community that provides a global platform for people to collaborate, educate, and transform the fashion industry. Within its first year, the movement gained the support of 16 Slow Fashion Movement national teams and 88 ambassadors. Together, they organized impactful campaigns aimed at promoting sustainability and conscious choices.

Impactful Campaigns and Partnerships

The Slow Fashion Movement has launched several successful campaigns that have resonated with individuals worldwide. One notable campaign, #CutTheSeasons, aimed to reduce over-production by big fast fashion brands. Another, the #GreenFridayChallenge, urged participants to shop their closets instead of participating in Black Friday.

In April 2021, the movement launched the #KnowYourJeans campaign, shedding light on the environmental and social impact of the denim industry. It emphasized the importance of opting for sustainably produced "Happy Jeans" over mass-produced and harmful "Sad Jeans." Later that year, Slow Fashion Season 2021 #FashionDetox encouraged 20,000 people to join the movement and refrain from purchasing fast fashion from July to September.

Not only has the Slow Fashion Movement created impactful campaigns, but it has also forged valuable partnerships. Teaming up with the Conscious Fashion and Lifestyle Network in May 2021, the movement showed its support for the United Nations' Sustainable Development Goals. It also took a stand against Black Friday, emphasizing the importance of reducing over-consumption and waste.

From a Movement to an NGO

In 2022, the Slow Fashion Movement achieved another milestone by becoming a registered NGO with headquarters in the Netherlands. With over 20 local groups and 150 global ambassadors, the movement continues to grow and evolve. Its aim is to empower fashion consumers to make environmentally and socially conscious choices, envisioning a fashion ecosystem that prioritizes the well-being of the planet and its people.

Join the Slow Fashion Movement

The Slow Fashion Movement firmly believes in "building people power to transform the industry." The upcoming Slow Fashion Season in September 2022 will be a month-long campaign filled with educational content, videos, local and national events, and exciting collaborations. Follow @slowfashion.movement on Instagram to stay updated with all the announcements.

Let's come together and be part of a movement that promotes sustainable and conscious fashion choices. Join the Slow Fashion Movement and be a catalyst for change.